How to Motivate Your Prospects
Posted: Mon Apr 20, 2009 9:48 pmThere are two basic factors that motivate all prospects, and turn them into customers:
1. Discontentment.
2. A Desire For Change.
And as complicated as some people try to make it, if you simply focus your advertising message around those two psychological points of fact, the better off you'll be.
The most effective advertising focuses on a clear and succinct message that will emotionally arouse the discontentment the prospect may be feeling, and offers a clear solution that will light a spark for the desired change.
As an advertiser, it is your job to create discontentment inside the psyche of your prospects, and make them desire the change that you're offering. For example, people aren't going to sign up for Jenny Craig or NutriSystem diet programs if they are satisfied with the way they look. And people aren't going to go out and buy a shiny brand new car with GPS and all the other bells and whistles if they're content driving their beat-up old jalopy.
Diet commercials work because the target audience sees how much thinner they could look in just a few short weeks, and they desire that change. New car commercials work because they make the target audience see just how crappy their old car really is, and they have a desire to trade up for a shiny new model.
That's what effective advertising does - creates discontentment inside the psyche of your prospects, and makes them desire the change that you're offering. And if you're selling something, that's what your advertising is supposed to do.
When you get right down to it, advertising is really simple, as long as you don't make it complicated!
David Jackson
1. Discontentment.
2. A Desire For Change.
And as complicated as some people try to make it, if you simply focus your advertising message around those two psychological points of fact, the better off you'll be.
The most effective advertising focuses on a clear and succinct message that will emotionally arouse the discontentment the prospect may be feeling, and offers a clear solution that will light a spark for the desired change.
As an advertiser, it is your job to create discontentment inside the psyche of your prospects, and make them desire the change that you're offering. For example, people aren't going to sign up for Jenny Craig or NutriSystem diet programs if they are satisfied with the way they look. And people aren't going to go out and buy a shiny brand new car with GPS and all the other bells and whistles if they're content driving their beat-up old jalopy.
Diet commercials work because the target audience sees how much thinner they could look in just a few short weeks, and they desire that change. New car commercials work because they make the target audience see just how crappy their old car really is, and they have a desire to trade up for a shiny new model.
That's what effective advertising does - creates discontentment inside the psyche of your prospects, and makes them desire the change that you're offering. And if you're selling something, that's what your advertising is supposed to do.
When you get right down to it, advertising is really simple, as long as you don't make it complicated!
David Jackson
